Growth Experiments is a complete platform to track ideas, hypotheses and results.
Amazon found the courage to run a beautiful a/b test where they put their old three column product page layout against a new two column one. Although the two column layout was arguably more beautiful with the addition of white space, margins and shadows, it was nevertheless rejected. Before it was removed we decided to leak it here to ensure its beautiful failure continues to teach us well into the future.
Conversion rate optimization, also called CRO, is a system for increasing the percentage of visitors to a website that convert into customers, or more generally, take any desired action on a webpage.